Are you thinking about opening an ecommerce store but unsure what to sell? We've got you covered.
Here, we’re going to look at 20 effective ecommerce business ideas that are in-demand right now—the kind you can grow into a sustainable profit-making venture.
Explore our essential list and find an idea that inspires you. Let’s go.
Best online ecommerce business ideas
In today’s digital age, ecommerce stores continue to grow in scale and accounted for 16.1% of all US retail sales in 2024. If you’re interested in starting your own ecommerce business, but aren’t sure of what type of business will fit you best, we’ve got 20 ideas to hopefully spark inspiration for your own venture.
1. Subscription boxes
First up, we have subscription boxes. From food recipe parcels to monthly grooming kits, and beyond—subscription boxes have grown in popularity in recent years. Studies from MarketWide Research show that the most popular subscription services in the market include Birchbox, FabFitRun, and Stitch Fix.
Consumers love the convenience, value, and excitement of a subscription box. Whether you’re into condiments, fitness, crafts—or anything else for that matter—play into your passions, create a subscription box that your target audience will want to invest in, and the rest will follow.
Related: How to price products
2. Candle and fragrance
There’s a continual demand for candles and fragrances. Selling quality candles or fragrances online offers an opportunity to connect with a captive audience of online shoppers who you can transform into repeat customers. The likes of the P.F Candle Co, Trudon, and the Fragrance Shop are turning an incredible trade—and with the right approach, you can too.
3. Personalized products
The personalized products market is in hot demand right now, especially when it comes to gifting. Personalized gifts or products are thoughtful, novel, and come with a sense of exclusivity. If you’re thinking about selling personalized products though your online store, here are five popular avenues to consider:
- Bespoke T-shirts and hoodies
- Custom phone cases
- Personalized mugs
- Personalized tote bags
- Custom notebooks and journals
Related: How to sell on Etsy
4. Stationery shop
Opening up an online stationery shop is an effective ecommerce business idea as you can target people of all ages. You can, for instance, sell:
- Back to school bundles to elementary or high school children
- Notepads and organizational accessories to college students
- Luxury stationery, briefcases, and pens to business owners or professionals
As stationary has such a broad appeal, with the right marketing campaigns and communications, you can capture a big target audience (boosting your profits in the process).
5. Pet products
The pet product market is huge. According to Forbes, 66% of households own a pet in the US alone. That means if you sell a wide range of quality products, you can turn a consistent profit while growing your audience over time.
You could sell a wide range of pet products or choose a specific niche. For example, you could be the ‘go-to store for every pet needs’ or you could be specific and sell nutritious food, treats, and supplements for dogs. Do your research, play into your passions, and commit to your decision. As your business grows, you can experiment with new products, services, and niches.
6. Niche grocery items
The niche food industry is a great avenue to explore as a budding ecommerce business owner. As a market, it’s varied, captive, and offers the potential of long term growth. Here are a few niches you can consider in the niche grocery items market:
- Foods for people with certain dietary requirements or allergies
- Organic health shakes
- Superfoods products
- Vitamins and dietary supplements
- Exotic spices and mini recipe kits
As your business grows, you could even explore the option of offering subscription boxes to expand your offering and reach a wider net of customers.
7. Sell your services
If you have a specific skill that people are likely to find value in, you can sell your services. Whether you’re a freelance content writer, a graphic designer, an account, a personal shopper…the list goes on…you can make a sustainable business from what you do best.
You can sell your services by the day or bundle them into packages. Once you’ve landed a steady stream of repeat clients, you’ll start to see your profits soar. And the best part of this one is that services lend themselves to being ideal work from home side jobs.
8. Food items for special events
Circling back to consumable goods for a moment, you could sell food items for special events. Whether it’s for corporate or personal gatherings, people need food and refreshments. Selling pre-made food packages (sandwiches, cakes, etc.) or bulk catering items (like big drinks multipacks or party-sized condiments) will open your business up to a consistent flow of customers.
As your ecommerce business grows, you can expand your product range or the range of services you offer your audience, boosting your bottomline in the process.
Learn how to make a fun logo for your business here.
9. DIY kits
People love a challenge or a DIY project and as an ecommerce business idea, there’s so much scope here.
From gardening or growing projects and model building kits to guitar building sets, cross-stitch packages, and beyond—DIY products are in consistent demand. So, spend some time researching the market, find out what’s in demand, and choose a niche that suits your existing knowledge or interests.
10. Smart products
As we move towards an increasingly AI-powered, hyper-connected digital age, the demand for smart products is rising. You can turn a healthy trade by selling smart products like voice assistants, smart locks, or doorbell cams.
Investing a smart product inventory may come with a pretty big upfront cost, the profit margins are healthy. Plus, rather than purchasing and storing stock, you could try a dropshipping model instead.
11. Print on-demand merchandise
A little like dropshipping, adopting a print on-demand merchandise model for your ecommerce business means you can offer eye-catching merchandise without the need to invest in physical inventory.
Whether you want to sell personalized band tees or create merchandise for businesses looking to boost their brand reputation, you’ll have no shortage of options in the print on-demand space.
12. Sustainable clothing
If you know your Passenger from your Patagonia and your Boden from your Buck Mason, you could start an online business selling sustainable clothing.
The sustainable clothing market is expected to reach $33.1 billion by 2023—so it’s fair to say that planet-friendly garments are in hot demand. Pick a well-rounded inventory of sustainable clothing items, share your brand mission, and you’ll start making sales in no time.
13. Jewelry
Whether it’s for everyday use or for one of life’s special occasions, people are always looking for jewelry that’s affordable, high quality, and grabs attention.
By tapping the price to quality sweet spot and choosing your jewelry niche, you can gain a solid base of repeat customers and scale your business year on year.
Looking for a niche? You could sell sterling silver gothic rings, eco-friendly jewelry or handmade items for special events. Whatever you choose, stick at it, choose an inventory that your audience will want to invest in, and promote, promote, promote!
14. Yoga accessories
Yoga is an increasingly popular pastime and it appeals to people of almost every age. So, if you’re looking for an ecommerce business idea in the health and wellness space, this could be the avenue for you.
Brands like Sweaty Betty and Yoga Direct are thriving right now—and you could too. Decide exactly who you want to target (for example, yoga beginners, yoga enthusiasts on a budget, seasoned yogis with a bigger budget, etc.) and position yourself accordingly.
15. Health consumables
If you don’t want to take the niche groceries route, selling health consumables may be an ecommerce business idea that interests you.
From vitamins and protein powders to natural sleep remedies and supergreens, there is no end of choice when it comes to health consumables. Decide whether you want to sell a few range of health-boosting goodies or sell something more specific like supplements for sports enthusiasts. Once you’ve decided on your niche, you can tap into your target audience and start growing your business.
16. Coffee
Sure, you can buy instant coffee from your local store, but it’ll never taste as good as the artisanal stuff. Coffee is a captive market and by selling the blends and beans that are in demand, you can turn a consistent profit.
If you’re a coffee connoisseur and you know what tastes are trending right now, it might be time to choose your inventory and start selling. You can even offer coffee accessories like cafetieres on your website.
17. Outdoors equipment
If you’re an outdoors person looking for an ecommerce business idea that makes you tick, this could be the one for you.
This is another area of ecommerce with an enormous level of scope. Again, you can sell a wide range of outdoors equipment or you could specialize in something more specific like pop-up tents or al-fresco cooking equipment. The choice is yours. Decide on which route you’d like to explore—and go for it.
18. Fitness trackers and devices
People love tracking their progress when it comes to health and fitness. The fitness tracker and device market is growing all of the time. By offering a range of devices to suit a mix of needs and budgets, you can grow a sustainable customer base.
As we said earlier, if you don’t want to pay the upfront costs of establishing an inventory, you can explore dropshipping instead.
19. Socks
Yes, socks are popular with online shoppers all year round. Setting up an online sock store with a range of captivating categories has the potential to grow into a sustainable business.
Whether they’re for walking, work, sports, everyday use, special occasions or novelty purposes, people always need socks. They’re also an eternally popular gift idea for people of all ages. So, if you love socks, it might be time to go into the sock-selling business.
20. Wedding accessories
The wedding industry is huge. If this heart-warming ritual is something that fills you with joy, selling wedding accessories could be the way forward.
It’s a competitive niche, but it comes with no end of consumer demand. Source quality products, have a clear brand mission, build a website that stands out—and you can create a sustainable business from selling wedding accessories online.
We hope our essential rundown of effective ecommerce ideas has inspired you. Work your way back though the list, see what stands out the most, and take your pick.
Frequently Asked Questions
How can I start an ecommerce business?
To start an ecommerce business, you need a solid idea and a strong brand mission. Setting clear cut goals and knowing your “why” are essential to forming solid foundations for any ecommerce business.
Not sure what the best business entity is for you? Check out our guide for more information.
How can I make an easy ecommerce store?
To make a profitable ecommerce store without the need for technical skills, using an accessible website builder like is a good idea. With easy-to-use drag-and-drop editor tools and a wealth of automated tools available in one place, you’ll have everything you need to build an ecommerce website that gets results.
For more details on this process, take a look at our guide on how to start an ecommerce website and discover all you need to know.
How much does it cost to start an ecommerce business?
The cost of starting a business can range from around $1,000 to $60,000. These costs vary depending on what you’re looking to sell and your business model. If you’re a creative professional looking to package and sell your services, you can set up your ecommerce business with lower costs.
If you want to sell a large inventory of physical products, your startup costs will be considerably higher. The best thing to do to set up an ecommerce business economically is by researching your potential niche in detail and understanding the entry requirements for setting up your business.
How do I choose an ecommerce platform?
To choose an ecommerce platform that works for you, it’s important to understand your commercial goals. Once you’ve established your goals, you should choose a platform that offers the tools and features that will help you reach them.
Any good ecommerce platform will also have accessible content editing tools, in-built analytics to track your sales (and progress), and excellent customer support. So keep your needs in mind when looking for the best online shop builder.
